Mitchelton Wines

Mitchelton Wines approached JTB to reimagine their digital experience, seeking a fresh perspective to elevate their design language and user engagement. I was tasked with conceptualising opportunities to enhance both aesthetics and usability. Drawing inspiration from the architecture of their wine cellar, I introduced an elegant arch motif as a core visual element, seamlessly integrated across the website. This design device was brought to life through subtle animations, guiding users from the homepage to the menu and onto product pages. To improve the user experience, I simplified the navigation by introducing intuitive naming conventions and developed a wine-matching quiz. This tool offered an approachable way for wine novices to find their perfect match without the intimidation of industry jargon. Additional recommendations included a tiered subscription model to build customer loyalty and an enhanced gift voucher experience to make gifting more seamless and engaging. Please note, this proposal was presented as a conceptual direction to inspire future development.